Company
Last Kindness is a non-profit orgnaization that promotes awareness and education about the value and significance of a Jewish burial. They started with a robust website and later added an info-rich booklet for people to share with family and friends.
Messaging Challenge
It was daunting to figure out how to effectively communicate the importance of a Jewish burial to an audience not only unaware but often already sold on having a cremation. We needed to accomplish this while respecting the deeply personal nature of end-of-life decisions. Complicating this task was the delicate and highly emotional nature of afterlife care dialogue.
Plan in Action
- Strong focus on information and resource sharing, covering many angles and perspectives
- Transparently and unapologetically present Last Kindness’s mission while providing empathetic, informative content
- Feature and promote informational webinars and personal stories
- Call out the discomfort of the topic and walk the reader through it
- Offer templates for people to help share their desires with their loved ones
- Present multiple ways Last Kindness can help with burial.
- Aim for an upbeat vibe in both the site aesthetic and copy
- Utilize very careful, very respectful language throughout the site and brochure
See live website!
Last Kindness Website
Last kindness brochure